Strategic Marketing Plan Template for the Northeast Kingdom

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

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1

Strategic Marketing Plan Template

for the Northeast Kingdom

Prepared for NVDA

2

The

majority

of

the

Burke

Area

marketing

planning

process

can

be

applied

to

other

communities

in

the

Northeast

Kingdom

and

to

their

stakeholders
.

The

Strategic

Marketing

Plan

needs

to

apply

to

both

the

Destination

Marketing

Organization

and

its

stakeholders
.

Visitor

Research

should

be

conducted

to

collect

critical

marketing

information

that

can

be

used

in

the

marketing

planning
.

An

online

survey,

based

on

the

Burke

survey

design

and

customized

with

community

input,

should

be

employed
.

Strategic Marketing Plan Template

Visitor Research

Strategic
Marketing Plan

Destination
-
Specific Goals
and
Objectives

Weaknesses

Strengths

Opportunities

Threats

Competitive
Analysis

Marketing
Variables


(Destination
and/or
Stakeholders)

Funding
Opportunities

Destination
Positioning /
Identity

Stakeholder
Pricing &
Invent. Mgmt.

Marketing Mix
(Spending
Allocations)

Product &
Visitor
Experience

Distribution
Channels

Target
Audience(s)

3

Visitor Research

Role

of

Visitor

Research

in

Future

Studies


Visitor

Research

should

precede

and

guide

the

development

of

a

Strategic

Marketing

Plan

developed

for

the

balance

of

the

Northeast

Kingdom

or

for

any

other

region

within

it
.

This

research

should
:


Identify

and

quantify

the

area’s

demand

generators,

overall

and

by

visitor

segment


Develop

a

demographic

profile

of

visitors

to

the

region


Identify

community

strengths,

weaknesses,

opportunities

and

threats


Identify

the

competitive

set(s)


Measure

visitor

satisfaction

levels

and

the

likelihood

to

recommend

the

area

to

others

(loyalty),

and

identify

perceptions

about

the

area


Test

alternative

positioning

strategies

4

Visitor Research
(cont
.)

Research

Methodology


The

research

methodology

should

closely

mirror

that

used

in

the

Burke

Area

study
.

Online

surveying

should

be

conducted

using

visitor

and

guest

email

lists

obtained

from

participating

stakeholders

(hotels,

inns,

condo

owners

etc
.
)
;

this

is

the

most

cost

effective

way

to

conduct

the

research
.


The

online

survey

format

used

in

the

Burke

Area

study

should

be

replicated,

with

the

survey

customized

for

the

region

involved
.

Execution

of

Research


The

research

can

be

executed

in

at

least

three

ways
:



By

a

local

or

regional

research

company

that

finalizes

and

fields

the

survey


By

Guest

Research,

Inc
.

using

its

proprietary

software

for

survey

design

and

online

Management

Report

System



By

having

Guest

Research,

Inc
.

adapt

the

Burke

Area

survey,

but

have

the

community

field

it

using

a

third

party

provider

(e
.
g
.
,

Survey

Monkey,

Zoomerang,

etc
.
)




5

Strategic Marketing Plan

A

Critical

Partnership

Between

the

Destination

Marketing

Organization

(“DMO”)

and

its

Stakeholders


With

any

tourism

destination



large

or

small



effective

marketing

of

the

destination

requires

a

close

partnership

between

the

Destination

Marketing

Organization

and

its

stakeholders
.

This

is

particularly

critical

in

the

Northeast

Kingdom

because

of

a

number

of

factors,

including

its

location

and

the

lack

of

large

stakeholders

with

large

marketing

budgets

to

market

the

destination
.

Without

the

support

of

the

stakeholders,

the

DMO

will

not

be

effective
.



In

order

to

attract

more

visitors

and

strengthen

tourism

as

an

economic

driver,

it

is

important

to

increase

the

destination’s

“share

of

voice”,

increase

its

awareness

and

enhance

its

relevance

to

its

target

audiences
.

Most

individual

stakeholders

are

small,

have

limited

marketing

funds

and

focus

on

promoting

their

own

businesses
.

Properly

funded,

the

DMO

is

best

suited

to

market

the

destination

overall

and

be

the

caretaker

of

the

brand
.


6

Strategic Marketing Plan (cont.)

There

are

many

areas

in

which

the

DMO

can

assist

the

stakeholders,

in

particular,

the

lodging

properties
.

These

apply

to

any

other

areas

of

the

Kingdom
.

Responsibilities

Stakeholders

Opportunities

DMO Opportunities

to Assist

High guest

satisfaction/loyalty

Support with hospitality training

Expand distribution

Support with destination

website internet connectivity

Increase reservations

sales effectiveness

Support with sales skills training

Enhance pricing & revenue management

Provide pricing & revenue management training and
STR hotel data

New

demand generators

Develop & coordinate

special events/festivals

7

Strategic Marketing Plan (cont.)

Destination

Marketing

Priorities

for

the

DMO


The

destination

marketing

priorities

recommended

for

the

BATTC

apply

to

any

other

area

within

the

Kingdom

or

to

the

Kingdom

overall
.

These

include

the

following

in

support

of

the

destination
:


Website

and

Search

Engine

Optimization


Email

marketing


Social

media

(including

Facebook,

Twitter,

YouTube,

etc
.
)


Publicity


Pay
-
per
-
click

advertising

(as

appropriate)


Work

with

the

community

to

create

a

new

promotional

event




8

Strategic Marketing Plan (
c
ont.)

Funding

Opportunities


The

various

funding

opportunities

discussed

in

the

Burke

Area

plan

apply

to

the

balance

of

the

Northeast

Kingdom
.

These

funding

opportunities

include
:


State

and

local

government

allocations


Grants

(can

be

good

in

the

short
-
term,

but

often

not

sustainable)


Vermont

Local

Option

Tax

on

rooms

and

restaurant

meals


Tourism

Improvement

Districts


Voluntary

Tourism

Assessment

Fees


Ideally

the

destination

marketing

organization

would

be

the

Northeast

Kingdom
.

It

has

name

recognition,

clearer

borders

and

the

potential

for

greater

funding
.